Quantum Marketing: Mastering the New Marketing Mindset for Tomorrow’s Consumers
Raja Rajamannar
HarperCollins Leadership (February 2021)

How and why a quantum challenge requires a quantum response

It is generally assumed that marketing began several thousand years ago when what was called the “agora” in ancient Greek cities was established dating to 300 B.C. People went to a central location to sell, purchase or trade for items such as livestock and what are collectively referred to as “goods.” Basically, marketing’s primary purpose was and remains creating demand for whatever is offered. The Grand Bazaar in Istanbul is often cited as the world’s oldest continuously-operating, purpose-built market; its construction began in 1455. There were several other major markets dating back to 300 BC, if not earlier.

Raja Rajamannar suggests that marketing has evolved through five paradigms thus far:

1. Product Driven
2. Emotion Driven
3. Data-Driven
4. Digital & Social Driven

And now, underway,

5. Quantum-Driven

Here are Rajamannar’s three introductory clarifications of a key adjective:

1. “Quantum” is an extreme, abrupt…as in [begin italics] quantum [end italics] leap or [begin italics] quantum [end italics] change

2. New theories to explain when classical theories break down…as in quantum physics or quantum mechanics

3. New methods and devices that cross existing, known limits…as in quantum computing or quantum computers or quantum marketing.”

Rajamannar also suggests that marketing has a four-fold mission: To build the given brand, protect its reputation, fuel the business it generates, and build platforms for sustainable competitive advantage. “Each one of these capabilities is going to set the company apart. With the advent of a whole slew of new technologies coming at us in the Fifth Paradigm, it is critical to have marketers who understand technology. A company also needs technologists, finance, procurement and legal specialists, data analysts, and risk managers embedded within marketing, or supporting it from outside, pretty deeply.”

Moreover, “To be agile and effective, marketing needs to imbibe into its day-to,day activities depth across all these areas, as marketing will only get more complex. It is time that marketers really equip themselves to do justice to their role and to the function.” (Page 28).

In Quantum Marketing, he thoroughly explains HOW to achieve these and other strategic objectives.

These are among the other passages of greatest interest and value to me:

o History of marketing (Pages 1-12)
o Blockchain (14-15 and 79-86)
o Mission of marketing (21-32)
o AI (51-62)
o New technologies (63-78)

o Sciences behind marketing (87-96)
o Advertising (121-129)
o Partnerships (149-159 and 195-196)
o Ethics (169-177)
o Crises (179-188)

After appropriate modification, most of the information, insights, and counsel that Rajamannar shares in this book can help leaders in almost any organization — whatever its size and nature may be — to achieve its strategic objectives by “mastering the new marketing mindset for tomorrow’s consumers.”

Years ago, two of the greatest athletes — Bill Russell and Wayne Gretsky –shared their secret to success and it was the same: “Everyone knows where the ball or puck is; I know where [begin italics] it is going to be [end italics].”

That was their competitive advantage and it proved to be decisive. Essentially the same advantage is available to Chief Marketing Officers who absorb, digest, and then apply the material that Raja Rajamannar provides.

Here is a portion of the profile in the concluding chapter: Quantum CMOs “are incredibly knowledgeable about the foundational and classical aspects of marketing…also have a deep appreciation of the contemporary and emerging fields of marketing…are technologically savvy…are on top of connecting the dots between marketing activities and business outcomes…are team builders…[and] have not only a high intelligence or emotional quotient, they have a creative quotient (CQ).”

I agree with him that a CMO — indeed any leader, with or without a title — must be an “evangelist” for their organization. Quantum performance can be achieved only with a collective commitment — a Quantum Commitment — throughout the enterprise. There will be other paradigms — yet to be revealed — that will offer challenges far greater than what business leaders now face. In this context, I am again reminded of what Charles Darwin suggested in 1859: “It is not the strongest of the species that survives, not the most intelligent that survives. It is the one that is the most adaptable to change.” In other words, adapt or perish.

That was true then and is even more true now.